Jodi Williams, international marketing director, Air New Zealand, said: "Rico’s core purpose over the past year has been to draw global attention to our revolutionary new economy Skycouch and premium economy Spaceseat.

"As a small airline at the bottom of the world we haven't had the budgets to take a traditional marketing approach to gain awareness of these award-winning product innovations.

"Thanks to Rico they have had fantastic exposure in our core international markets and beyond."

How an excruciating seven-month quest for an idea Steve Jobs didn't hate gave birth to one of the funniest, most effective campaigns in Apple's history, told by the writers, crew and actors who created it 10 years ago.